关键词、内容生成与算法重组的传播格局

The Communication Landscape of Keywords,Content Generation and Algorithmic Restructuring

算法以自身为主体形成了一个完整的传播网络,重组了传播格局。作为一个超级传播者,算法身兼传播主体、把关人、内容生产者、中介、渠道、反馈者等多重身份,依靠关键词分析和自动化内容生成,独立完成了以往需要传播组织内部分工协同的多项工作。其中,关键词、内容生成建构了算法传播的整体框架。关键词作为节点化的用户足迹,为算法的内容生成提供素材、为内容推送提供语义标注;算法的内容生成依靠“语义描述”满足用户的个性化内容与社会化内容需求,是算法传播的主体构成。算法传播据此构建了一个稳定的信息控制模式,使人在传播活动中全面退让,并将传播的权力交给了智能算法。受高度个性化、自动化的算法传播影响,现实社会无疑将面临共识分裂、阶层固化的风险。

The algorithm forms a complete communication network that takes itself as the agent,and recombined communication ecology.As a super communicator,the algorithm is regarded as the agent,gatekeeper,content producer,mediation,channel,responder and other identities of communication.It relies on keywords analysis and automated content generation to finish the tasks of the traditional communication organizations independently.During the process,keywords and content generation construct the overall framework of algorithm-based communication.Keywords are decomposed into nodal user footprints,which provide materials for algorithmic content generation and semantic annotations for content push;algorithmic content generation relies on“semantic description”to meet the user’s personalized and social content needs,and it is the agent of algorithm-based communication.Based on this,algorithm-based communication constructs a stable information control mode,which makes people fully retreat in communication activities and transfers the power of communication to intelligent algorithms.Affected by the highly personalized and automated algorithm-based communication,the real society will undoubtedly face the risk of consensus split and class consolidation.